Case Study: Trade Show Models
Solutions Provided
Campaign Highlights
Atomic Design Increased Trade Show Models' Organic Traffic By 599.79% Within The First Year
(first 3 months of campaign)
599.79 % increase in organic site traffic
202.39% increase in overall site traffic
77.66% of total site traffic from search engines
Technologies
Platform: PHP Database: MS SQL
Web Address:
http://www.TradeShowModels.net
Online Marketing Launches New Business into National Leader
Business
TSM (Trade Show Models) is a full service, national modeling & event staffing agency, staffing experienced promotional models for trade shows, conventions, promotions, corporate events, and any other event marketing needs. With a growing model database, TSM provides thousands of professional promotional models in over 108 cities representing every major U.S. market, as well as Canada. The company prides itself on providing professional, efficient, and quality service for any event staffing needs. TSM has experience staffing events and trade shows for a wide range of industries including marketing, technology, arts, entertainment, food and wine. Notable clients include Kellogg's, Evian, Ferrari, and Marvel Comics.
"I don't know of any other form of marketing that enables you to reach an international clientele with such a nominal investment."
Caryn Hanna, Senior Talent Coordinator - Owner
Challenge
As with many startups TSM started with an idea and no clients. The owners ambitions were high; to become the number one company on Google for "trade show models" and then achieve top positioning for every major market in the United States; while simultaneously creating a work force numbering in the thousands.
In 2005, TSM turned to Atomic Design to create and implement a marketing strategy. With no budget in place, the brand was created, strategy was implemented, the web site had launched. Efficient use of marketing dollars was required and online spending was the logical choice. A good marketing mix was in place that consisted of a combination of search engine optimization, pay per click advertising, email newsletters, online web site customer sign ups, and social media optimization. All efforts were doubled in an effort to acquire two distinctly different markets; experienced models to work events; and paying corporate customers.
Results
"Web analytics are essential for any online company, and they have been key to dramatically improving our operation," says Caryn. Determining what ads were working, and what keywords to target, saved months of trial and error. It is hard to quantify how much our sales increased because we were starting from $0.
"We learned that many of our keywords were not delivering sufficiently targeted traffic," says Caryn. "The high visitor volume was great, but we needed to focus on conversions - traffic that leads to sales," she added. "Trust was very important as well and Atomic Design was able to create an image, in an image based business, which portrayed everything we needed it to."
Atomic Design focused on organic SEO to maximize efforts on both fronts; models and clients. TSM was optimized very well to balance the needs of those looking for work and those looking to hire, alienating one demographic was not an option.
"Conversion rates were some of the highest we have seen," Atomic Design President Chris Hanna stated. "We soon turned the PPC campaign off because the staffing requests were greater than the client could handle."
Within year one, a database of over 1,000 models had been established, growing exponentially on a monthly basis. A tremendous increase in site traffic produced a large customer base. Our sales increased without picking up the phone, or any other form of traditional marketing - in the staffing industry. "It is a testament to Atomic Design's design, programming and marketing that we were able to achieve such growth," says Caryn.
Three Month Traffic Increase and Branded Traffic Sources
Traffic Sources
Google Rankings -
Market Domination
(Trade Show Models Google Rankings - May 26, 2010)
| Rank |
Search Term |
Results |
| #1 |
show models |
213,000,000 |
| #1 |
trade show booth models |
36,500,000 |
| #1 |
trade show model |
13,700,000 |
| #4 |
promotional model las vegas |
7,150,000 |
| #1 |
trade show models |
5,480,000 |
| #1 |
trade show models america |
4,940,000 |
| #1 |
trade show models san francisco |
3,620,000 |
| #1 |
trade show models new york |
3,410,000 |
| #1 |
trade show model boston |
3,340,000 |
| #1 |
trade show models ny |
3,240,000 |
| #5 |
trade show models united states |
3,110,000 |
| #2 |
trade show models las vegas |
3,060,000 |
| #1 |
trade show models canada |
2,840,000 |
| #5 |
promotional model |
1,720,000 |
| #1 |
trade show models los angeles |
1,580,000 |
| #1 |
trade show modeling |
1,320,000 |
| #2 |
promo models |
1,100,000 |
| #2 |
promotional models |
1,020,000 |
| #2 |
trade show staffing |
799,000 |
| #1 |
trade show models chicago |
673,000 |
| #1 |
trade show models houston |
614,000 |
| #1 |
trade show models dallas |
605,000 |
| #1 |
promo models toronto |
510,000 |
| #1 |
promotional models nyc |
502,000 |
| #1 |
trade show models new orleans |
296,000 |
| #5 |
spokesmodel |
275,000 |
| #1 |
trade show models orlando |
209,000 |
| #1 |
trade show hostess |
133,000 |
| #2 |
promotional modeling agencies |
105,000 |
Search Engine Traffic
Site Usage Increase
159,690 Visits 35.06% Bound Rate
679,252 Page Views 00:03:14 Avg. Time on Site
4.5 Pages/Visit 78.99% New Visits
New Business- In three years